Strategic and technical advice for Bolivian family business

Located in the heart of Tarija, Bolivia, Industrias Alimenticias Cinco Zetas Ltda. is a proud family-owned company making its mark in the national food processing sector, especially in the production of traditional Bolivian sausages. With a strong reputation for quality and a commitment to regulatory compliance, the company has become a recognised name in the region, particularly for its well-loved Serrano-style ham.

Currently employing ten dedicated staff members across production and administration, the company is determined to expand both its capabilities and its positive influence in the local community. Sales Manager Ramiro Zenteno is especially passionate about driving quality to the highest possible standards and sees this as a catalyst for sustainable business growth and local job creation.

In April 2025, the company welcomed a visit from PUM expert Jan van Goor, a seasoned expert in meat processing. The collaboration focused on strategic and technical development in several key areas: facility expansion, product quality, marketing, and hygiene.

Preparing for expansion
With production on the rise and current facilities reaching capacity, the company is actively planning the construction of a new plant. A brainstorming session led by Jan van Goor, together with the Zenteno family, explored various design options rooted in international best practices. The goal is to create a modern facility that upholds strict hygiene standards, ensures precise temperature control, and provides a scalable layout for future growth.

Product innovation and process improvements
Quality improvement lies at the heart of the company’s vision. During his visit, Jan advised on several technical areas, including recipe refinement, storage conditions, and drying processes for sausages and the planned Serrano ham product line. Temperature control emerged as the most critical factor, with clear guidance provided on how to optimise consistency throughout production. These refinements are expected to elevate product standards and create opportunities for new market segments.

Marketing for growth and brand identity
Another core focus of the collaboration was the development of a robust marketing strategy. A well-defined marketing objective, grounded in customer insight and segmentation, will enable the company to position itself effectively in the competitive food market. As Jan said: “If you don’t decide on a marketing strategy, the market will decide for you.” Strategic questions around distribution channels, brand positioning, and long-term goals were addressed, alongside practical advice on packaging. Also, hygiene rules were reviewed, and several key suggestions were provided.

Aid and trade
With a clear desire to grow both in size and in quality, the Zenteno family is now exploring the acquisition of modern food processing equipment, including climate-controlled rooms crucial for products like Serrano ham. Jan has committed to supporting this process by researching suppliers in the Netherlands and connecting Cinco Zetas with trusted Dutch companies.